Will you pay more for those shoes before 7 p.m.? Would the price tag be different if you lived in the suburbs? Standard prices and simple discounts are giving way to far more exotic strategies, designed to extract every last dollar from the consumer.

What does Silicon Valley think of Peter Thiel? Why did people fall for Theranos? And what’s in store for Marissa Mayer? In our third annual Silicon Valley Insiders Poll, more than 50 tech executives, innovators, and thinkers weigh in.